strategic planning

tactical planning

guides the implementation of actives specified in the strategic plan. address shorter term actions that focus on current and near future activities that a firm must complete to implement larger strategies.

mission

marketing strategy

overall, companywide program for selecting a particular target market and then satisfying consumers in that market through careful blending of the elements of the marketing mix- product, distribution, promotion, price.

core competencies

leverage

strategic window

limited periods during which the key requirements of a market and the particular competencies of a firm best fit together. shows planners a way to relate potential opportunities to company capabilities.

environmental scanning

value chain

includes primary and support actives such as inbound logistics, operations, outbound logistics, marketing and sales, service, procurement, technology development, human resource development and infrastructure